The Factors That impact on Client’s Brand Loyalty toward The Chinese Banks: The Case study of Banks

loyalty through Brand image of banking service, E-bank, Societal value, Switching cost, Payroll service, Credit card benefits, Bank Financial Products. After cross analysis of independent variable with relationship towards the demographic information of respondents, researcher found that the majority of respondent are male, employees, to slightly agree that they have brand loyalty towards bank in China, and who living in China age of 24-29 years to strongly agree that they have brand loyalty towards bank in China. The research study has made many theoretical contributions. Which covered all conclusions from RQ 1 and RQ2.

This study believes that Banking is achievable and can be used as a strategy to speed up corporate growth and success of China among the banking industry. The value of this study lies in the fact that it places the role of brand management firmly. The employees of banks in China play a key role in enhancing good relationships with Bank customers and exert considerable influence on the structure and culture of a company. Thus, marketing managers should play an increasing role in creating corporate reputation along with other managers in the banking organization.

6.3 Limitations of this Study

One limitation for the recent study is the sample. The data were collected in several days. The result might be more accurate if the survey lasted a long term and age distributed more reasonably. Second, because the questionnaire was sent in English, the consumer was demanded to have the ability to read English, the sample might concentrate the consumer well educated and that might affect the truthful answers of participants because of the language understanding problem.

For furtherstudy, can focus on other categories, such as focusing on the customer satisfaction or loyalty to relate with bank services. So owner or managers of bank can better know how to retain more customers and how to upgrade customer satisfaction in the whole process of marketing service

6.4 Research Contribution

Based on three effective banks in China and brand loyalty. According to the results from the research, managers must carefully consider certain key elements of switching cost and payroll service identified by the research which have significant influence on consumers’ loyalty to the bank. Moreover, items of banking services are the visual element of banking industry, therefore managers must consider the appropriate bank switching cost and payroll service when designing a loyalty for customers to choose the brand.

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